Engraving and Printing Methods, Advertisement Illustration, Advertising Records and Systems, Street-Car Advertising, Outdoor Advertising, the Advertising Agency

Engraving and Printing Methods, Advertisement Illustration, Advertising Records and Systems, Street-Car Advertising, Outdoor Advertising, the Advertising Agency

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This historic book may have numerous typos and missing text. Purchasers can usually download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1918 edition. Excerpt: ...for the advertiser, would cost not less than one dollar for the engraving alone, and the drawing cost would be additional. 88. Syndicate Cut Service.--In addition to a catalog of assorted cuts, a number of engraving concerns sell what is known as a syndicate cut service. That is, they send to their subscribers every week or month a large proof sheet or pamphlet of new and seasonablc cuts. _As these concerns usually limit this cut service to one advertiser in a city or to one advertiser in a particular class (selling, for instance, to only one clothing house in a given territory) there is no danger of a competitor of the subscribing advertiser using the same illustration. It always is well to have an agreement with the engraver on this point, however.. The syndicate service enables the retailer to get nearly all the cuts he needs and saves a great deal of time and expense. The big proof sheet is made up about a month before the cuts are expected to be used, which enables the designers to include the latest thing in fashion, and gives the retailer time to select and get his cuts on hand in time for the advertising event for which they are to be used. To get the best syndicate service and to have the exclusive use in his own city, a retailer must agree to use enough cuts to bring the charge up to a stated amount each month. 89. The particular disadvantage of any kind of stock or syndicate service is that the cuts do not always illustrate precisely the article the merchant desires to sell. He mayiwant to offer a special lot of a particular model of corsets, but may not be able to get a stock cut that exactly' represents them. Any good corset cut would draw attention to the notice of the sale, but it is obvious that the best plan is to...show more

Product details

  • Paperback | 112 pages
  • 189 x 246 x 6mm | 213g
  • Rarebooksclub.com
  • United States
  • English
  • black & white illustrations
  • 1236824318
  • 9781236824318